Survey reveals Pork's image has improved

As the UK continues to battle higher feed prices and
losses, Quality Meat Scotland has conducted a survey revealing that Pork is
gaining popularity with Scottish consumers as its historically 'boring and
uninspiring' image is replaced by a more positive
reputation.

Pork's versatility and health benefits were the main thoughts of consumer
surveyed. Laurent Vernet, QMS head of marketing, said: â€œThese new figures are a
substantial success story for the industry, and represent a massive turn around
in recent years.

Health benefitsâ€œResearch has shown
a 15 percent rise in health as the main reason for choosing a meal, and if even
some of these customers are aware of the health benefits of eating fresh pork it
could be a great support to the hard pressed pig industry.â€

The UK pig
industry has benefited from the relative weakness of sterling against the Euro.
This is especially true for the cull sow trade, which is predominately
export-based. In the last week of June the value of UK cull sows, at 105p per
kg, was an astonishing 60 per cent higher than at the same time year
earlier.

The sector, however, is smaller than it has been at any point in
living memory. In 1998 production was 1.14 million tonnes, but this year it is
likely to be little over 700,000 tonnes.